So recently, I’ve had an opportunity to work with a famed Japanese client. The client this time is SHIRAISHI, a famous B2B jeweler, whose business focuses mostly on crafting and providing products for famous sellers in Japan such as 4℃ Jewelry, STAR JEWELRY, Vendome Aoyama. However, after almost 60 years in the business and due to the changes caused by the ongoing pandemic, SHIRAISHI made the decision to expand its business into the B2C sector. Following this decision, SHIRAISHI required an overhaul for its outdated identity, and that’s where our team came in.
Understanding the brand owners’ wishes to expand to overseas markets in the future, and after delving into research and interviews, we arrived at the three keywords: Sophisticated, Confidence, and Beauty. In addition, we also discovered the underlying philosophy of the business: “Jewelries aren’t decorations to make people look more extravagant. They are objects that help to boost the wearers’ confidence and courage. In other words, SHIRAISHI’s business revolves around supporting customers’ confidence and beauty.” Based on this discovery, we decided to use the three concepts: “Elegant, Minimalist, and Open” as our design principles.
As usual, you can find the full details of the project on its Behance page: https://www.behance.net/gallery/124141423/SHIRAISHI-Brand-eXperience
For this project, I would love to hear your opinions as an audience from outside of Japan. What do you think of the brand? With this new identity, do you think if the brand could succeed on the international stage, and are there anything you would add to make the brand looks better?